Staff Reporters
Sep 12, 2019

Photos: Zalora launches ‘interactive playground’ for brands

A merging of online and offline in a wild neon-lit activation.

Zalora launched its first-ever festival in Singapore last weekend as a way to bring the brands it hosts closer to consumers. ‘Brand rooms’ and immersive spaces were created for the likes of Adidas, Calvin Klein, Nars, and Skin Inc.

Nars, for instance, had an elevator-inspired beauty room with giant neon-lit lipsticks that could change light colours to depict four different personalities by the press of the elevator buttons.

Calvin Klein, meanwhile, fashioned a laundry room where consumers could shop looks from their phones as they can scanned or took photos of the items offline. Red lights enveloped the room and front-load washing machines were lit to give the impression of a ‘Laundromat gone wild’.

One of the highlights was the Samsung’s Bixby Image Search feature where consumers could shop products on display through Zalora’s website. Through the feature, they snapped a photo of the item they want to buy and it automatically searched the match of the item on the site.

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